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Boston Pizza “How To Patio” Re-Training Program

Upon patio re-opening across Canada in the summer of 2021, Boston Pizza had to break through the competition clutter and grab people’s attention to boost sales. In order to retrain Canadians on how to get back to ‘Patio’ing’ after the long hiatus of the pandemic, UM Canada created a media-powered, industry first, sequential, illustrative guide that was brought to life across multiple media touchpoints. We also innovatively used Pinterest and Instagram stories that led to outstanding consumer attention and dwell time engagement. The campaign blew the doors off performance goals and boosted sales across the franchise, all while helping Canadians overcome their social inertia and reminding them that Patio’ing was still in their DNA!